The account already has over 30K followers and the number is growing by the minute. So far, @apple has put up nine posts, each of which feature a series of images and videos from various iPhone-ographers. Their #content is a combo of portraits, still-lifes, scenery, and some really, really cute animals. Every slideshow is accompanied by a caption from the photographer and a link back to his or her page. It's user-generated content at its finest, especially considering it will ultimately help budding photographers grow their own followings, too. For a chance to have your own photos featured, all you have to do is take a picture on your iPhone (no cheating, Samsung users!) and add the hashtag #ShotoniPhone.

This isn't the first time that Apple has highlighted the iPhone's camera features in a campaign, Time notes. When the iPhone 6 first came out, many of the brand's billboards featured images that had been shot exclusively on iPhones, and when the iPhone 7 launched in 2016, the brand showcased its abilities in nighttime photography in an advertising campaign.

Joining Instagram is standard practice for pretty much everyone these days — brands and individuals alike — but it's a pretty major move for Apple. The brand has been notoriously silent on its other social media pages — its Twitter account has over a million followers, but no Tweets, and its Facebook page (which has 7.3 million "likes") is completely blank — despite having joined the platforms years ago. However, according to The Verge, the brand does already maintain a few special interest Instagram pages, including Apple Music, iTunes, Beats 1, iBooks, Carpool Karaoke, and (somehow?) Planet of the Apps.

TBD on who they had to bargain with to get the "@Apple" moniker, but clearly it was #worthit. 33.2K followers, and counting.